The Novo Nordisk New Jersey Marathon is the largest marathon in the state. After 21 years of operation, and a change of ownership, the race was looking to refresh the brand and cater to a younger, experience-seeking audience. I was hired to oversee the re-brand and re-launch and then plan and execute all marketing leading up to the race. Design was handled by my collaborator, Rita Carroll, a Philadelphia-based designer who I have worked extensively with.
I was also hired to provide creative guidance on activations during race weekend including re-imaging the race expo, on course entertainment, and the post-race party.
Working with local vendors and partners, the race has re-found it's local credibility and registrations are currently up 20% over either of the previous two years.